Ontela Pickdeck A
Ontela PickDeck study case
Part A
10/09/13
Jean-Mallory Rousseau
1) Based on the three customer personas, which customer segment should Ontela target? Why?
I would focus in priority on the teenagers, then on the young professionals and ultimately on the parents and the elderly. As a matter of fact, teenagers are the part of the population both most sensitive to fad phenomena and best at using new technologies.
1) Regina, the Teen First segment to target
The teenagers’ generation is and has always been very sensitive to fashion. Moreover, immerged in the Internet Age since their childhood, they will always be looking for the state-of-the-art device or application (and will always have the time to do it). Thus they will be curious about the Ontela PickDeck for its revolutionary aspect and its ability to link all their devices rapidly. If their friends install the application they will surely do so.
On the other hand, they are very good at using new technologies so they will not have the apprehension of dealing with that one. More importantly, they will be the PickDeck best ambassadors to their parents (segment most difficult to target) afterwards, and able to install it for them.
The segment’s main default is that they do not own their own money.
2) Steve, the Young Professional Second segment to target
The young professionals’ generation did not grow with the Internet Age so they master it a bit less. They are less curious and have less time so they would use it only if they can see a competitive advantage for their work but they generally work in the old-fashioned way. They will focus on the following qualities of the application: the rapid-sharing, the ease of use and the fact they can use it from everywhere. They would follow the movement if the application was spreading among their colleagues.
The main default of this segment is their lack of time both to study advertisement and to learn how to use the application (relatively high
Part A
10/09/13
Jean-Mallory Rousseau
1) Based on the three customer personas, which customer segment should Ontela target? Why?
I would focus in priority on the teenagers, then on the young professionals and ultimately on the parents and the elderly. As a matter of fact, teenagers are the part of the population both most sensitive to fad phenomena and best at using new technologies.
1) Regina, the Teen First segment to target
The teenagers’ generation is and has always been very sensitive to fashion. Moreover, immerged in the Internet Age since their childhood, they will always be looking for the state-of-the-art device or application (and will always have the time to do it). Thus they will be curious about the Ontela PickDeck for its revolutionary aspect and its ability to link all their devices rapidly. If their friends install the application they will surely do so.
On the other hand, they are very good at using new technologies so they will not have the apprehension of dealing with that one. More importantly, they will be the PickDeck best ambassadors to their parents (segment most difficult to target) afterwards, and able to install it for them.
The segment’s main default is that they do not own their own money.
2) Steve, the Young Professional Second segment to target
The young professionals’ generation did not grow with the Internet Age so they master it a bit less. They are less curious and have less time so they would use it only if they can see a competitive advantage for their work but they generally work in the old-fashioned way. They will focus on the following qualities of the application: the rapid-sharing, the ease of use and the fact they can use it from everywhere. They would follow the movement if the application was spreading among their colleagues.
The main default of this segment is their lack of time both to study advertisement and to learn how to use the application (relatively high